Müşterileri Uzak Doğu Restoranlarına Yönlendiren Etkiler ve COVID-19 Algılamaları

Bu çalışmada müşterilerin Uzak Doğu restoranlarını hangi etkiler altında ziyaret ettiğinin ve bumüşterilerin COVID-19 ile Uzak Doğu restoranı algılamalarının ne şekilde değiştiğinin belirlenmesiamaçlanmaktadır. Çalışmada nitel desen yaklaşımı benimsenmiştir. Çin, Japon ve Tayland restoranınıziyaret eden 17 katılımcı örneklem olarak seçilmiştir. Araştırmanın amacı ve alanyazın doğrultusundayarı-yapılandırılmış görüşme soru formu oluşturulmuştur. Derinlemesine görüşme tekniği ile cevaplaralınmıştır. Verilerin analizinde içerik analizi ve betimsel-yorumlayıcı analiz kullanılmıştır. KatılımcılarıUzak Doğu restoranına yönlendiren faktörler;Kişisel etkiler, hedonik etki, kişiler arası etkiler; züppe(aykırılık) etkisi, sürü (gruba uyma) etkisi, prestij etkisi ve fonksiyonel etkiler; sağlık etkisi, şef etkisiolarak belirlenmiştir. Ayrıca Uzak Doğu yemeklerinin içeriğinin virüs oluşturabileceği endişesi,katılımcıların bir kısmında olumsuz algı oluşturmuştur. Katılımcıların çoğunluğu bu restoranlar içinherhangi bir olumsuz algıya sahip değildir. Özellikle Türkiye’deki Uzak Doğu restoranlarına sıcakbakmaktadırlar. Çalışma, öncelikle Uzak Doğu restoranı müşterilerinin özellikle kişisel, kişiler arası vefonksiyonel değerler açısından profilinin tanınmasını sağlayacaktır. Pandemi sürecinde Uzak Doğurestoranlarına karşı algının ne şekilde değiştiğini belirlemek işletmelerin krize yönelik stratejigeliştirmelerini sağlayacaktır. İşletmeler, Uzak Doğu restoranlarına karşı oluşan olumsuz algınınkırılması için doğru pazarlama stratejileri geliştirebilir. Bu çalışma Uzak Doğu ülkelerine yönelikolumsuz algının yok edilmesi için politika yapıcılara da ipuçları sunmaktadır. Ayrıca bu çalışma,müşterileri Uzak Doğu restoranlarına yönlendiren etkilerin belirlenmesi ve COVID-19 sürecinde burestoranlara karşı bakış açısının belirlenmesi konusunda alanyazındaki ilk girişimdir.

Effects That Drive Customers to Far Eastern Restaurants and Perceptions of COVID19

In this study, it is aimed to determine under which effects customers visit Far Eastern restaurants and how these customers' perceptions of Far Eastern restaurants have changed due to COVID-19. Qualitative design approach was used in the study. Seventeen participants who visited the Chinese, Japanese and Thai restaurants were selected as the sample. A semi-structured interview questionnaire was prepared based on literatüre and purpose of the research. The data were collected with the in-depth interview technique. Content analysis and descriptive-interpretative analysis were used in the analysis of the data. Factors driving the participants to the Far East restaurant is determined as personal effects; hedonic effect, interpersonal effects; bandwagon effect, snob effect, prestige effect and functional effects; health effect, chef effect. In addition, the concern that the content of Far Eastern dishes may cause viruses created a negative thought in some of the participants. The majority of participants do not have any negative thought for these restaurants. In particular, they lean to Far East restaurants in Turkey. First of all, the study will ensure the recognition of the profile of Far Eastern restaurant customers, especially in terms of personal, interpersonal and functional values. The emergence of the perception of Far Eastern restaurants during the pandemic process will enable businesses to develop a strategy for the crisis. First of all, businesses can develop the right marketing strategies to break the negative perception of Far East restaurants. This study offers clues to policy-makers for the destruction of the negative perceptions of Far East countries. Also This study is the first attempt in the literature to determine the effects that drive customers to Far Eastern restaurants and to determine their perspective towards these restaurants during the COVID-19 process.

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